Build-A-Bear Workshop, the US-based interactive stuffed animal retailer, is piecing together a new product lineup and international licensing program with the help of A Squared Entertainment.

New licensees on board include Enterplay and Playmates Toys, both of which will create branded toys including mini figures, playsets, novelty products, plush and trading cards. The latter will tie into Bearville.com, the Build-A-Bear Workshop online destination and virtual world.

Wild Pumpkin will handle all licensing activities for the global children’s company in Australia and New Zealand, while Bulldog Licensing will do the same in the UK. A Squared Entertainment, meanwhile, is taking the brand into new areas of entertainment and licensing and is looking for new partners and categories for both hard and soft goods.

Build-A-Bear, which took home US$401.5 million in profits last year, is using the new merchandising arrangements to expand presence at specialty, mid-tier and mass market retailers at a global level. A majority of these new products will launch next year.